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Redes dos eua tentam rejuvenescer modelo

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Redes dos eua tentam rejuvenescer modelo

  1. 1. Imprimir ()Redes dos EUA tentam rejuvenescer modeloPor Leslie PattonAndy Saarima diz que não vai a um restaurante como o Chilis ou o Applebees há mais de um ano. O "bartender" de29 anos de Chicago prefere comer no Five Guys Burgers and Fries: "É que há tantas opções menores, mais rápidas,com comida muito melhor", diz.Os americanos de 20 e poucos anos de idade estão desprezando as redes de restaurantes a que seus pais os levavamquando crianças. O Chilis, o Applebees, o Ruby Tuesday, e outras cadeias de "casual dining", já estão enfrentandodificuldades para revitalizar as vendas, na esteira da retração econômica. Agora elas correm o risco de perder umaimportante faixa de consumidores se não se reciclarem. "Se a pessoa tem um pouco de dinheiro a mais e uma boaformação, vai querer uma sensação de butique, de exclusividade, nada de rede", diz Brad Swanson, que dirige ogrupo de restaurantes da KeyBanc Capital Markets, uma empresa de banco de investimentos e pesquisa setorial.As redes de "casual dining", que servem refeições à mesa a preços razoáveis, estão perdendo clientes em favor deemergentes "informais rápidas" ("fast-casual") como o Five Guys, a Chipotle Mexican Grill, e a Panera Bread, queoferecem serviço de balcão, cardápios da moda e não muito mais do que isso. As vendas dos restaurantes com serviçocompleto, que incluem os de estilo "casual dining", caíram 1,3%, para US$ 166 bilhões em 2010, ante um aumento de6% registrado pelas redes informais rápidas, segundo a empresa de pesquisa Technomic.Os americanos de 20 anos de idade A receita da controladora da Chilis, a Brinker International, cai há quatrotêm preferido novas marcas às anos consecutivos. As vendas da DineEquity, dona do Applebees e do Ihop,tradicionais Applebees e Chilis recuaram em nove dos últimos dez trimestres (em parte porque a empresavendeu cerca de metade de seus pontos de venda do Applebees para diversos franqueados). Com a projeção deanalistas de queda persistente para este ano, essas redes estão reformulando suas operações para continuar sendouma opção relevante.Paul Kranhold, porta-voz da DineEquity, diz que a maior ameaça ao Applebees não são os concorrentes novos, mas"os consumidores que possam optar por jantar em casa". Executivos da Brinker preferiram não comentar.A Ruby Tuesday, cuja receita cresceu no ano fiscal de 2011 pela primeira vez em quatro anos, está licenciando eabrindo lojas da Lime Fresh Mexican Grill, uma rede da Flórida que se parece muito com uma certa concorrente dacategoria informal rápida. Os restaurantes da Lime têm balcões com tampos de cobre e paredes cor de terra ecomercializam o costumeiro cardápio mexicano - guacamole, quesadillas, burritos - feito de ingredientes "cultivadosde forma humana". A rede "aposta em componentes alimentares de cultivo sustentável, de melhor qualidade e maisnaturais - nada muito diferente do que a Chipotle fez", diz Robert Derrington, analista de restaurantes da empresa deinvestimentos Morgan Keegan. "Ela se volta nitidamente para uma população mais jovem."Greg Ahsley, vice-presidente financeiro da Ruby, diz que não encara as rivais do "fast-casual" como uma ameaça eque a parceria com a Lime Fresh é só mais uma oportunidade de crescimento. A rede pretende abrir até noverestaurantes da Lime em 12 meses, que se somarão aos 10 atuais.O Applebees está reformando seus pontos de venda - a cerca de US$ 200 mil cada. Por vários anos os restaurantes
  2. 2. estavam atulhados com nostálgicas peças tradicionais americanas, como luminárias estilo Tiffany e cavalos decarrossel. Essa decoração está sendo trocada por fotos de times regionais, para que harmonizem mais com o slogando Applebees: "Não há lugar como o nosso bairro".O pessoal da chamada geração Y gosta de ir ao bar após o trabalho. Daí os eventos "Girls Night Out" do Applebees,profusamente anunciados no Facebook. A Ruby Tuesday está vendendo coquetéis de US$ 5 feitos com açaí, bem comocervejas artesanais regionais. Os restaurantes informais rápidos estão fazendo o mesmo. A Chipotle serve cerveja emargaritas na maior parte de seus restaurantes, enquanto a cerveja e o vinho estão no cardápio de determinadas lojasdo Five Guys.Os cardápios estão sendo reformulados também. "Demorou", diz Sarah Perry, uma arborista de 27 anos de Chicagoque associa a Chilis e o Applebees a "comida barata". "Os hambúrgueres do Five Guys são bem frescos", diz ela."Você não sente aquele tipo de gosto de coisa tirada da caixa." O Five Guys também está revelando aos clientes aorigem de suas verduras. Em um de seus pontos de Chicago, um cartaz avisa que as batatas da loja vêm da FazendaClawson de Idaho. Para não ficar para trás, a Ruby Tuesday serve fios de espaguete de abóbora à marinara, enquantoo Applebees vende pratos de menos de 550 calorias.Será o suficiente? A Chipotle, com seu cardápio básico e sua decoração de interiores industrial, continua a atrairlongas filas na hora do almoço. A Panera está conquistando multidões de yuppies com saladas in natura e pãesartesanais. E as emergentes estão se expandindo rapidamente. O Five Guys pretende abrir mais 600 restaurantes nospróximos dois anos, para alcançar um total de cerca de 1.400. A Smashburger, atualmente com 100 pontos de venda,está de olho em Miami e Los Angeles para novas lojas.

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